B2B content writing - credibility for the win!

B2B writing can get difficult when you try to overcompensate your product or service. Just because you have the language proficiency and writing skill doesn’t mean that you are qualified to do B2B marketing content. If someone asked to describe B2B content writing purpose in one line, it is all about building credibility. Nothing more, nothing less. Sounds simple right?

Your business partners, potential clients, candidates need information that they can trust, stories that they can relate to. Unless you can back these up with real time data, there is no value in it. You can call your products “world class” in your website, your brochures and blogs, but hey its your platform, you can call it the god’s gift to 22nd century if you want to. But the problem is, will people believe it?

So the question is how can you get credible writing for you company?

1.??????Let others do the talking for you – Get your clients, partners & employees speak

Get them to speak loud and clear. Get testimonials, success stories, case studies on how you have solved their pain points. Get this in long, short and bite sized content in videos and text both.

2.??????Get review websites, apps and listings do the work!

If you have a product or service, get reviews on google, social platforms and if it’s a software then on software review websites. Get clients to give feedback and you will be surprised with what you get.

3.??????When you toot your own horn, be real and relatable as much as you can.

People read, especially when they want to buy your product, partner with you, or join your company. Recently I interviewed a candidate who quoted our website write-up on culture, she said it sounded authentic and honest.

Above 1 & 2, happens once you are established in your market segment. To get established, 3 is important and we need to get it right.

Here are 5 things to know before you start on content.

1.??????Know your product - Understand your product really well from a business perspective not a manufacturing or developing perspective.

2.??????Know your audience - Who are you marketing it for? Who is the decision maker? Who is the first point of contact?

3.??????Know your value proposition - Understand what differentiates you from others, what are your key selling points?

4.??????Know the market leaders in the region - Study the market leaders, study their value proposition, what their strategy is

5.??????Know your keywords - Understand what are the keywords that you need to use to suit your segment

?Here are 5 rules to follow as a credible brand.

1.??????Sophisticated words can look silly in a sentence. It is better to be simple than look silly.

2.??????People don’t want to be impressed. They want to be interested in your offering.

3.??????If you can’t explain it in simple laymen terms without sounding like the queen, you don’t know it well enough

4.??????Avoid using more than one adjective in one sentence, really. We don’t even compliment god that much.

5.??????Use less adverbs when using a verb, or none at all